‘Your Content Isn’t as Influential as You Think It Is′ – ‘Convince & Convert’ Blog
Jeffrey L. Cohen says, “Content marketers like to think we are important. We’ve changed the face of modern marketing, haven’t we? We create the content that drives awareness, builds relationships with prospects, and helps move them along their path to purchase.
Well, according to a study of marketing technology buyers by Walker Sands, we have a lot less influence than we might think. Let’s start at the top.
What’s New in Marketing Technology?
Where do buyers learn about new marketing technology? The top answers in the study are peers and colleagues (30%), news publications and blogs (20%), and search engines (13%). In a study like this, marketers should be looking for the term “vendor” in the answers. That’s how their marketing shows up. Not only is it not at the top of this list, but it’s not anywhere on the list.
Way at the bottom of the list are sales reps. Wait, you mean buyers are still finding out about new solutions from sales reps, and not marketers? Maybe there’s something to this whole relationship building thing after all“.
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